Kuala Lumpur, Malaysia – 7DAYS, a croissant brand from Mondelēz International, has launched their latest ‘Double Cream’ flavours in Malaysia, alongside a campaign with advertising agency Naga DDB Tribal which highlights how cultures and preferences mix together.
The collaboration boasts local artists Naim Daniel and Bunga, which includes a catchy tune named ‘Gandingan Tergempak Malaysia’ (Malaysia’s Greatest Mix), accompanied by a visually striking music video.
Within the song, Naim Daniel plays the character of a suave, luxurious crooner to represent the decadent nature of the new Double Cream Chocolate Vanilla flavour; while Bunga plays an edgy, high-energy rapper that represents the fresh, sweet yet tart nature of Double Cream Vanilla Forest Berries flavour.
To get the nation excited and involved, 7DAYS also calls upon Malaysians to try the new flavours and dance to the new song’s signature moves to win weekly exclusive prizes via the #DoubleCreamChallenge, which is available until July 14, 2024.
Grand prize includes signed ‘Gandingan Tergempak’ merchandise set by Naim Daniel and Bunga with meet and greet passes, followed by first place prizes of Gandingan Tergempak 7DAYS varsity jackets, second place prizes of Gandingan Tergempak 7DAYS crossbody bags, and consolation prizes of 7DAYS Double Cream tote bags.
Talking about the campaign, Cindy Yeo, senior manager, marketing of Muchico Bakery Sdn Bhd, said, “Our commitment in fostering joy and togetherness evolves with modern consumer habits, such as the desire for new exciting flavours or participating in new online trends. So we at 7DAYS want you to come and join in the fun and show us your best moves!”
Meanwhile, a Naga DDB Tribal representative also commented, “There’s something powerful about a community coming together to share the love for food and fun. It’s the perfect combination that drives happiness, which is at the heart of what we do as experience makers.”